An interview with Dr. Amber Litwack and Jeremy Lamberton

ahha Tulsa is a 501c3 nonprofit that has operated in the Tulsa arts community for over 60 years; their current immersive exhibition THE EXPERIENCE spans one full floor of their 4-story, 40,000 square foot facility, the Hardesty Center, and will run through the end of 2019. And not only does ahha bring immersive art to life with THE EXPERIENCE, but they are also home to classrooms, a family lab, artist studios, and a hands-on maker space.

We spoke to Program Director Dr. Amber Litwack and lead EXPERIENCE artist Jeremy Lamberton about the making of THE EXPERIENCE over email.

No Proscenium (NP): Can you tell us a little about yourself and your background in the immersive arts?

Dr. Amber Litwack (AL): I feel fortunate to say that my entire professional career has been in the arts. I’ve worked as a professional/commercial artist, an art instructor for ages pre-kindergarten through university and beyond, as well as served in a number of professional and volunteer positions at art organizations, museums, and galleries. Currently, I serve as the Director of Education and Exhibitions for ahha Tulsa, a contemporary art center in Tulsa, Oklahoma, where THE EXPERIENCE is housed.

Aside from being a big fan of immersive art and contemporary art, in general, I had zero professional experience creating immersive art environments prior to this project. To say I learned a lot along the way would be an understatement, but previous professional experiences working with artists and structuring public programs and exhibitions certainly informed the way I approached this project. I’m honored to have been trusted to oversee this project and am beyond proud of the work created by our amazing team of Tulsa artists.

Jeremy Lamberton (JL): I am a filmmaker/video artist living in Tulsa, OK. My film credits include director/producer for “Biker Fox,” released and distributed by Cinedigm, and Producer for “Gorgeous Vortex,” for the popular horror franchise “V/H/S: VIRAL” by Magnolia Pictures. I am also the Co-Founder/Co-Director of TULSA OVERGROUND, an annual event showcasing innovative films, bands, VR and other new media from around the world. I have 22 years of experience programming films, music and immersive media.

NP: What, in a nutshell, is this project about? Why was this exhibit created?

AL: We decided to take a chance on a large-scale immersive exhibit because we wanted to offer our community something unlike most Tulsans have ever experienced. We’re proud that THE EXPERIENCE is the first immersive exhibition in our city. Additionally, we saw this project as an opportunity to support Tulsa artists both financially and professionally by offering a public space for them to push themselves to create something completely new while being paid a significant wage for their work. In addition to providing a personal stipend for our 5 Lead Artists, we also paid dozens of other artists in our community who served as “support artists” on this project. It was truly a team effort among our talented artist community.

JL: My section of the project contains immersive video and light spaces that use a network of home security cameras and DJ software to react to people moving through the space. I think THE EXPERIENCE is a place for a more readily accessible art viewing.

By utilizing entertaining interactions, pace, and content, it opens and expands the general public perception of art and galleries/museums.
‘Siesatamatic’

NP: Can you tell us a little about the ‘Siestamatic’?

AL: The ‘Siestamatic’ is the centerpiece of Lead EXPERIENCE Artist David Reed James’ space. The ‘Siestamatic’ extracts the dreams of those who choose to sleep inside and manifests them into reality. The other elements of James’s installation are said to have been pulled straight from the dreams of those who have slumbered in the ‘Siestamatic.’

NP: How do you approach designing an immersive art experience that both kids and adults can enjoy?

AL: Aside from Fire Marshal regulations, the single criteria Lead EXPERIENCE Artists were given was that their concepts had to be appropriate for all ages. Three of our Lead Artists have young children, so that was helpful. It was fun to watch them run ideas and prototypes by their kids.

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JL: Comedy is always an important part of everything I make. Humor has a transformative power to bring people together. And the nature of the interactive work will draw a larger public audience and that will help the content connect across generational and cultural divides to expand the community that ahha Tulsa and other galleries/museums look to serve. But, it mostly matters to me that kids like it. If they like it then I would say it is successful. Although, I didn’t want my space to be too cute. It’s important for an audience to be challenged, at least, a bit. I have a 4 year old son and a 2 year old daughter. They would tell me what they liked and what was too intense.

NP: How is the audience able to interact with the pieces?

AL: There are numerous installation components that are interactive. There are elements that respond in a variety of ways based on a where a visitor is positioned within the space, buttons, and knobs that can be pushed and twisted, elements that can be crawled inside or climbed on, and doors/cabinets that can be opened to reveal a myriad of fun surprises.

JL: I hired a genius technical director on this project named Elvis Ripley. He designed the network that made all of the different software and gear work together. Our goal was to create something spatially interactive but not tactile. We made a 40 foot video projection tunnel with sensors throughout that control the video on the walls and ceiling as you move through the space. Another series of rooms use programmed sound, electronic beats and lighting that trigger different sequences as you move through the space. Our lives are becoming more immersive with technology so it made sense to create an environment that involves the audience in the process. The interactive nature of each installation makes the audience absolutely necessary for the artwork to perform its function.

NP: Why is Tulsa a good place to have an interactive art exhibit like THE EXPERIENCE?

AL: Tulsa is currently experiencing a period of intense growth and revitalization and the arts are a huge part of that effort. While Tulsa has always been an “artsy” city, the Tulsa Arts District, where the ahha Tulsa Hardesty Center is located, has grown by leaps and bounds in the past few years and houses an array of galleries, museums, and contemporary arts spaces, including The Woody Guthrie Center and the upcoming Bob Dylan Archives. The area is attracting more visitors than ever so it seemed like the perfect time try something new. Additionally, there is nothing like THE EXPERIENCE in Tulsa or the immediate area. The closest immersive exhibition is nearly 100 miles away.

JL: I think it could help reach an audience in Tulsa that normally wouldn’t go to an art center. This model could be beneficial for many institutions across Oklahoma.

The exposure that social media creates is great for museum attendance numbers, but I think a challenge for institutions in the future is how to parlay those attendance numbers into an experience that expands people’s perceptions and educates on differing viewpoints, while still fostering the understanding of historical works of art — all in a world where an audience’s attention span becomes shorter.

NP: What has the audience response been like so far?

AL: Audience response has been amazing! Since opening THE EXPERIENCE (and moving to an admission based model) our attendance has increased by 147%. Visitor surveys have been overwhelmingly positive, which has confirmed our belief that our community was hungry for something like this. We’ve also welcomed many guests who were intrigued by THE EXPERIENCE, but do not typically choose to attend museums and galleries. THE EXPERIENCE has served as a great starting point for people to build a relationship with our organization.

A recent visitor stated, “The Experience BLEW MY MIND! I feel so lucky to have something this unique and cool in Tulsa.”

JL: The response has been awesome. It’s definitely become one of Tulsa’s top attractions.

NP: What do you hope participants take away from their time in THE EXPERIENCE?

AL: Above all, we hope that visitors to THE EXPERIENCE take a moment to disconnect from their day-to-day lives and immerse themselves in our imaginative wonderland. We hope this installation challenges visitor perception about what art is or what art should be. We also hope that viewing THE EXPERIENCE sparks visitor imagination and creative pursuits.

JL: The goal is to challenge people’s preconceived ideas about art and the museum/gallery experience. I want each visitor to feel like they experienced something new, were entertained, challenged and ultimately inspired to make something of their own.

Learn more about ahha Tulsa and THE EXPERIENCE.

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